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Johnson Home Hygiene Products continued to lead the Indonesia bleach
market with dominant value share in 2012. The company markets Bayclin
laundry bleach products in various packaging formats. Bayclin's
reputation as one of the top bleach brands in the country is a
long-established one.

Current value sales declined in 2012,
signalling that this old-fashioned product is finally falling out of
favour in Indonesia. Consumers are increasingly moving away from bleach
products to whiten or brighten their clothes. Whilst the use of a white
shirt as part of school uniforms guarantees consumer demand, when
applied to coloured clothing, bleach is known to cause a certain degree
of discolouring, or even spoil the garment. Therefore, consumers prefer
to just use laundry detergents with colour-preserving properties instead
to result in decline of volume and value sales of bleach.

Growing
hygiene and health awareness is weakening the demand for bleach, which
is regarded as a harsh chemical, and there are stern warning signs on
the packaging. However, the demand for bleach is expected to be constant
as long as schools in Indonesia make the wearing of a white shirt an
obligatory part of their uniform.

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